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Representation of the Sámi Culture in Tourism in Sweden: : A Thematic Analysis of Marketing Websites from Swedish Lapland

The following thesis examines the representation of Sámi that reside in the Swedish part of Lapland. Tourism has been a complement to the traditional occupations for many Sámi. However, representations of Sámi in web-marketing may be misleading the tourists in their understanding of the Indigenous people. The aim of the thesis is to examine regional marketing material in Sweden, found online, through a thematic analysis to highlight patterns and themes that are utilized for a competitiveness in the market. The use of language, when referring to Sámi, and adjectives to describe landscape, food, and people were focused upon. Six webpages were analysed, which showed a strong focus of the marketing material on reindeer, languages, handicrafts and food.

Identiferoai:union.ndltd.org:UPSALLA1/oai:DiVA.org:du-28375
Date January 2018
CreatorsTicao Hernaez, Gynn Heissy, Mavromatis Klempin, Lukas
PublisherHögskolan Dalarna, Turismvetenskap, Högskolan Dalarna, Turismvetenskap
Source SetsDiVA Archive at Upsalla University
LanguageEnglish
Detected LanguageEnglish
TypeStudent thesis, info:eu-repo/semantics/bachelorThesis, text
Formatapplication/pdf
Rightsinfo:eu-repo/semantics/openAccess

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